Back to School 08 19 2015 by Anton Community Newspapers

Back toSchool ANTON MEDIA GROUP â&#x20AC;˘ AUGUST 19 - 25, 2015

An Anton Media Group Supplement

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August 19 - 25, 2015

After-School Activities Dorm Decor Swim Team Tryouts

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INSIDE

How to find the best extracurriculars for your child

BACK TO SCHOOL â&#x20AC;˘ AUGUST 19 - 25, 2015

Maurice Brandon Curry Director Ashley Tuttle Artist-in-Residence contact us now to register: eglevsky ballet | 700 Hicksville Rd. | Bethpage, NY 11714 | USA

Tel. + 1.516.746.1115 eglevskyballet.org

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BACK TO SCHOOL • AUGUST 19 - 25, 2015

Tips To Boost Your Family’s Energy For Back-To-School Season BY ROBERT SILVERMAN

SPECIALSECTIONS@ANTONMEDIAGROUP.COM

It’s time to gear up for a new school year. That means buying supplies and clothes, coordinating schedules, and adjusting to new routines. All the preparations can leave you feeling drained, but with the proper fuel you can ensure your family has the energy needed to ace each day.

Meal Plan Kick off the year by creating a meal plan, which will help you stay organized, maintain a good diet and avoid repeat trips to the store. To simplify shopping and preparation, put together a list of favorite meals and snacks; then group according to common ingredients. Use a dry erase calendar, spreadsheet or online template to plot out menus one week at a time. Then, draft a grocery list and stick to it. This will help you pass up the chips and cookies for more energy-boosting options. When you arrive home, immediately wash and prep produce for the

week to make it that much easier to make nutritious meals all week long.

Start the Day off Right Wholesome breakfasts provide a pick-me-up in the morning and throughout the day. Squeeze some oranges for fresh juice and a vitamin C boost. You can make a pitcher each weekend to last several days. Serve with homemade granola bars for a satisfying start to the day. Smoothies are another easy breakfast. Whip up personalized flavors for each family member. Freeze a variety of individual servings of fruit and vegetable combinations into zip-top bags, blend with yogurt, milk or juice and head out the door. A nourishing smoothie provides the fuel necessary for a productive start to the day.

Midday Motivation Prep power-packed lunches for school and work by including protein, fruits and vegetables in an assortment of tastes and textures. You can use a premium blender to quickly prepare

all kinds of dips and nut butters. Try homemade hummus with cucumber slices and carrot sticks and a side of strawberries and grapes. Or create fun finger foods, such as a peanut butter and apple wrap, or ants on a

log—almond butter and raisins on a celery stick. Remember to stay hydrated. Water is fuel, and even mild dehydration

see ENERGY on page 4C

Join Us! You’re invited to a free seminar to learn about the PSAT & SAT changes. Tuesday, September 8th 7pm – 9pm Bethpage High School Auditorium Presented by The Princeton Review and Rob Franek, author of: The Best 380 379 Colleges, 2015 Edition.

Attention Class of 2017 & 2018!

The SAT is changing in March 2016. Get answers from the experts to questions like which test to take and how the changes will affect college admissions.

Call 516-714-5458, email infoli@review.com, or visit us online at http://tinyurl.com/BethpageRSATevent *Test names are the trademarks of their respective owners, who are not affiliated with The Princeton Review. The Princeton Review is not affiliated with Princeton University.

PSAT | SAT ®

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Registration is required. Save your spot today!

BACK TO SCHOOL • AUGUST 19 - 25, 2015

Movie Nights For Your Summer Nights BY CHRISTY HINKO

SPECIALSECTIONS@ANTONMEDIAGROUP.COM

Now that vacations are mostly over and the kids are heading back to school, you might be looking for some simple, close-to-home activities to entertain restless minds in the last few days before summer vacation is finally over. Check out two of the last remaining movie nights, hosted by the county. On Thursday, Aug. 20, see How to Train Your Dragon 2 at 7:49 p.m. at

Eisenhower Park at the Harry Chapin Lakeside Theatre, near parking field 6. Or on Thursday, Aug. 27, at 7:38 p.m., see Annie, also at Eisenhower Park. On Tuesday, Aug. 25, at 7:41 p.m., see Goonies at North Woodmere Park at Branch Boulevard and Hungry Harbor Road in North Woodmere. Bring your own blankets and chairs for the viewings. Pack drinks and snacks and make them fun family nights out. Visit www.nassaucountyny.govparks for more information.

ENERGY from page 3C can slow down body systems, resulting in fatigue. Carry a large container of water to drink throughout the day.

Dinner Delight Continue beneficial eating habits at dinner. Add extra vegetables to your menu with a squash cheese sauce for a new take on whole wheat macaroni and cheese. Or bake a wholesome pizza using fresh pesto or a white bean purée as the sauce. Instead of hitting the couch after dinner, complement healthful eating by taking a walk with your family. Exercise provides a natural endorphin boost, giving you extra motivation to maintain healthy habits. With a little planning, a busy schedule won’t be an excuse for bad habits.

• Half day and extended day programs available. • Academic curriculum prepares your child for Elementary school. • Very small class sizes with personal attention and experienced, dedicated staff. • Special Events, Holiday Parties, Art Show, Olympics, Carnival, and visits from Community Helpers.

Robert Silverman writes for Statepoint. • Arts and Crafts, Music, Computers, Science, and more. • Climate controlled building with full security system. • Magnificent playground nestled in parklike grounds.

Licensed By The NYS Office Of Children & Family Services Limited Space Available For 2015/2016 School Year Schedule A Personal Tour Today! St. Paul the Apostle Preschool 2534 Cedar Swamp Road, Brookville, New York 11545 Phone: 516-935-4127 Fax: 516-935-3187 Email: stpaulspreschoolny@gmail.com Website: www.stpaulspreschoolny.com

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BACK TO SCHOOL â&#x20AC;˘ AUGUST 19 - 25, 2015

Celebrate A New School Year With A Victorian Tea Party

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Join the party! The Walt Whitman Birthplace Historic Site will host a Back-to-School Victorian Tea Party on Wednesday, Aug. 26, from 1 to 3 p.m. This fun and informative program includes role-playing while teaching social skills, self-esteem and confidence. Children learn dining manners, for example, how to properly hold and cut with a knife and fork. Apple juice will be substituted for the hot tea. Participants also practice table setting and introductions. All make their own nametag and place card. Bring a friend, or your favorite doll, or come join new friends at the party. Dress up if you wish. Program includes a guided tour of the Walt Whitman Birthplace. Preregistration and prepayment are required. Enrollment is limited. Drop-off program. However, parents are welcome to stay and browse current exhibits. Cost is $12 per child, suggested ages 5 to 12. The Walt Whitman Birthplace is located at 246 Old Walt Whitman Rd. in Huntington Station. Email Carolyn at educator@waltwhitman .org or call 631-427-5240, ext. 113, for details and registration.

BACK TO SCHOOL • AUGUST 19 - 25, 2015

Fun And Learning After School BY KIMBERLY DIJKSTRA KDIJKSTRA@ANTONMEDIAGROUP.COM

There are dozens of reasons why you might want to enroll your child in an after-school program—your work hours may not coincide with school hours, your child needs a little extra help in a certain subject, you want to expand your child’s horizons to new subjects not taught in school or allow them to explore one more in depth. For these reasons and more, your child will benefit from participating in an after-school program. Luckily, Long Island has many to offer. Camp Italia was born with the goal of creating an organization that provides Italian language learning and cultural programs for children. Maria Puccio Arianas, president, and Donna Passarelli Fontanetta, vice president, cofounded the organization in 2011. Both spoke Italian fluently, had immigrant parents and were looking for a program that would provide a full Italian experience to their kids. “Donna and I really wanted to put together a program for young children to connect to Italian language and culture in a fun way,” said Arianas. The program uses a combination of learning words and phrases through games, skits and other fun activities. “For example, we talk about all of the traditional Italian holidays [such as] carnevale. We teach the history, how it began in Venice, and how it evolved,” Arianas said. “They make carnevale masks, and we teach words

related to that. It’s interactive. We do a parade and we teach them the song that’s sung during the carnevale.” For the younger children, they read a traditional book in Italian, which they are already familiar with in English—Little Red Riding Hood, for example. By the end of the program, the children are acting out the story on stage in Italian. Students of Camp Italia learn culture alongside the language. “Part of becoming a global citizen is exposing yourself to other languages and cultures and the way other people...perceive things,” said Arianas.

“We show them how different parts of the world function and how they can relate to it.” Students are divided into two groups, ages 4 to 7 and 8 to 12. The classes take place on Saturday mornings or one day a week after school. By the end of an 8-week session, they are making sentences and having conversations among themselves. Parents love it because it helps connect

family members and children to their heritage. “There was this one little boy; every day he would go home and call his grandfather and tell him in Italian ‘this is what I learned today,’ ” Arianas said. Because Italian is a Latin-based language, it doesn’t compete with the

learning of English; rather, it enhances it. Statistics show knowledge of Latin-based languages can increase SAT scores. But Italian is not the only language your kids can learn after school. Exposure to any new language and culture will benefit children in the short-term and long run. There is German-American School in the Ridgewood section of Queens (www. german-american-school.org), Spanish Immersion Workshop in Manhasset, Garden City and Dix Hills (www.spanishiw.com) and Berlitz Kids in Garden City (www.berlitzus.com)

see AFTER SCHOOL on page 8C

BACK TO SCHOOL • AUGUST 19 - 25, 2015

Ballet • Tap • Hip-Hop • Jazz • Lyrical Contemporary • Acrobatics

OPEN HOUSE & WALKIN REGISTRATION: August 25th-27th • 4-7pm September 1st-3rd • 11am-7pm

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AFTER SCHOOL from page 6C

computer-based,” Mauer said. “They could be Minecraft classes, or video game animation.” Even kindergarten-age children can enter a technology class and learn new skills while having fun. There are after-school programs available to students all across Long Island, both through the school district and outside it. Check with your local community center for offerings, or ask your neighbors for recommendations. You are sure to find a program that challenges and excites your child.

which offers French, Italian, Spanish, Mandarin and Japanese. The Sid Jacobson JCC Youth Department offers after school activities for children at their East Hills Campus, as well as at elementary schools in the Herricks and Port Washington school districts, every day that school is in session. Lindsay Mauer, director of youth services, said, “The program allows the students to spend time with their friends [and siblings] in a recreational environment after school.” They offer homework help, recreational play, including sports, games, coloring and arts and crafts, provide a snack daily and also have enrichment programs that kids can sign up for, including cooking and chess. “It is quite beneficial for working families. We offer child care until 6 p.m. daily, a social experience and homework help so they don’t have to do it when they get home,” said Mauer, noting how helpful that is to working parents. On-site, the JCC offers a variety of specific enrichment opportunities, including athletics and fitness, mind building, technology, as well as in the arts. They give classes in conjunction with the Science Museum of Long Island. “Technology classes are

AUGUST 29th • 11AM to 3PM Long Island Business Institute is the only college on Long Island that offers a program in Court Reporting. Court Reporting is a rewarding professional career that offers long-term growth potential and only requires a two-year degree.

OPEN HOUSE DATES: WED., AUG. 26, 2015 at 6-7PM & WED., SEPT. 16, 2015 at 6-7PM

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Instructor’s Exhibit on View August 29th - September 20

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HT Open 19 House BACK TO SCHOOL • AUGUST - 25,Anton 2015 1-2 pg vertical:Layout 1 7/10/15 10:35 AM Page 3

BY DALLAS LAWRENCE

SPECIALSECTIONS@ANTONMEDIAGROUP.COM

Although summer vacations seem just about over, parents already have back-to-school shopping on their minds, the new Consumer Pulse survey from Rubicon Project, a leader in the automation of advertising, has found. The survey explored the purchasing intent and behavior of parents with students in grades K-12 and in college. More than half of the parents surveyed (56 percent) said they plan to spend more money per child than they did last year to prepare the students for the upcoming school year. K-12 parents plan to spend on average $873 per student, while parents who also have college students are planning to spend more than $1,100 per student. Parents have also started their back-to-school shopping early. Nearly one-quarter of K-12 parents (23 percent) have already begun and will continue to spread their purchases throughout the summer. As signs of the improving economy and the growing student use of technology in the classroom, the Rubicon Project survey found that nearly two in five parents (38 percent) intend to purchase technology products such as laptops, tablets and mobile phones specifically to meet students’ in-class needs and requirements. Mobile phone plans are also commonly re-evaluated during the

back-to-school shopping season. More than one-third of parents with college students (35 percent) and nearly one-quarter of K-12 parents (24 percent) said they plan to shop for a new mobile plan this summer. On average, elementary and secondary school parents expect to spend nearly $400 on technology products, compared to $278 on apparel. “Back to school is big business and Americans will spend billions of dollars getting their children ready for school in the fall,” said Chris Sukornyk at Rubicon Project. “Parents have been spending earlier, spending more and going online in ever greater numbers to research products and to make purchases. Agencies and brands hoping to shape back-to-school shopping plans have begun reaching out with customized and engaging advertising that targets both parents and students with the right messages at the right time.”

Parents Choose Where and When to Shop, But Kids Influence What They Buy Four out of five parents surveyed (83 percent) claim to decide where to go back-to-school shopping. Across all product categories, moms overwhelmingly lead these outings, even among college students. While 75

see SPENDING on page 15C

MORE THAN YOU EXPECT.

Holy Trinity isn’t just another high school. It’s a place where you’ll learn how to change the world, not how to fit into it. Where you can be yourself. And find yourself. Do more—and be more—than you ever thought you could. While you prepare, not only for college, but for life. That’s probably more than you’re expecting, but think about it: isn’t that how high school should be? Come see for yourself, at our Open House. Sunday, September 27, 12:00-2:30 pm.

98 Cherry Lane, Hicksville, NY 11801 516.433.2900 • howhighschoolshouldbe.com

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Parents Plan Record Back-To-School Spending This Summer

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BACK TO SCHOOL • AUGUST 19 - 25, 2015

Top 10 Dorm Decorating Essentials Colorful Theadora reversible comforter set by Anthology (Photos courtesy of Bed, Bath & Beyond)

BY KIMBERLY DIJKSTRA

SPECIALSECTIONS@ANTONMEDIAGROUP.COM

Back-to-school is in full swing for college students, and parents, and both have likely been thinking about how to decorate a brand new dorm room. What color bedspread do you want? What kind of lighting? Will you cover the walls in decals, posters, photos or all of the above? And how will you make the most of a new space? Whether you’re an incoming freshman, returning senior or anything in between, you’ll benefit from this list of the top 10 dorm decorating essentials. Students can make the dorm room feel like home by using essentials and creating a cozy atmosphere infused with personal style. “Start with a distinctive bedding pattern that sets the tone of the room,” said Jessica Joyce, Bed Bath & Beyond spokesperson, “It is the biggest and most important décor statement and where students spend the majority of their time studying, eating and, of course, sleeping.” 1. Colorful Theadora reversible comforter set by Anthology (pictured above) 2. Menswear-inspired Studio 3B comforter set in taupe by Kyle Schuneman Harris “Then add personal style touches to

complement it like an area rug and throw blanket for extra warmth,” suggested Joyce. 3. Classy black and white Chindi Dhuri Diamond area rug by Anthology 4. Bohemian Bungalow area rug by Anthology “College dorm rooms are notorious for being small, so students need to get creative when it comes to organizing,” said Joyce. Having storage space for textbooks, binders and the many papers that will inevitably build up is vital to having a successful college experience, and organizational tools can be as fun and funky as the other decorations in the room. 5. Versatile Reversible Cube Grid in aqua and red orange with bin in aqua “Some great ways to create more room include using storage and organizational items under the bed, over the door and in the closet.” Multi-functional items, like storage ottomans,

are great for storing supplies and act as extra seating for when friends stop by. 6. Stylish Tufted Aqua folding ottoman by Anthology Bed lifts are the most common way to increase under-bed storage. “We also have USB Bed Lift Sets that feature power and USB outlets,” said Joyce, “allowing students to take full advantage of the under bed space while also providing a grounded charging station.” A lack of nearby outlets ceases to be a problem with this clever device. 7. Convenient 4-Piece USB Bed Lift Set by Studio 3B

Joyce. For example, students living off-campus [might be able to] bring microwaves and other...appliances or [have] more living space where there is room to bring extra furnishings like a couch or a desk.” If the space is available, a futon provides style, extra seating for guests and a place for them to crash after late-night study sessions. 8. Sleek Emily Convertible SplitBack Faux Leather Futon in black by Studio 3B Even if less space if available, it is still important to have extra seating and that seating can make a statement, like a chair made from bungee cords that mold to your body for ultimate comfort.

Decorating needs are different for freshmen students living in a dorm for the first time and returning students who may or may not be living on campus. “Upperclassman living off-campus may have a bit more flexibility when it comes to living restrictions,” said

9. Modern Oversized Bungee Chair in Vermillion by Bunjo

Versatile Reversible Cube Grid in aqua and red orange with bin in aqua

All of these products can be found at Bed, Bath & Beyond. Visit www.bed bathandbeyond.com for more details.

Finally, college students want to make their new space their own. Artwork is one of the best ways to personalize a room and what better way to make a dorm room feel like home than hanging a fun and colorful “Home Sweet Dorm” sign up on the wall. 10. Charming My Dorm LIfe Wall Décor Collection

BACK TO SCHOOL • AUGUST 19 - 25, 2015

SATURDAY AUGUST 22

FRIDAY AUGUST 28

SATURDAY AUGUST 29

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Finding The Balance With After-school Activities BY WILLIAM RIGGINS

SPECIALSECTIONS@ANTONMEDIAGROUP.COM

Helicopter parents, structured free time, cost-efficient daycare and screen addiction. Finding the balance between exposing children to different extra-curricular activities and allowing them free time is not a science. While parents fret over the time their children spend alone on their iPads and whether they are in the right clubs and sports, experts stress that the most important thing a parent can do is be in tune with their kids and what they enjoy doing. It is important for children to experience different out-of-school activities, from sports to the arts to clubs centered on specific hobbies. Parents are the ones who can and must find the places that offer the programs their children enjoy. But there is also the worry of over Activities that are team-based can teach children how to work with others and offer them valuable social contact. scheduling. Christine Weber, PhD, “Every decade there have been class and maybe they’ll love it and should have a purpose, and that is a clinical neuropsychologist, and new theories among experts about of course it’s good for safety for purpose should be fun; fun and Sandra R. Wolkoff, PhD, a social how to handle extra-curricular ac- them to learn. But not every kid safe. And I’m talking about kids worker and child development tivities,” Wolkoff explained. “A little loves it, so again it’s always about mostly through elementary school; specialist, both stressed that there kid doesn’t need five activities a what looks good on paper might the only reason to vary what is no “right” way to schedule week, but it depends on context. not be right for their child.” extra-curricular activities for your PRT-0815-3 Ready to Go Ad Anton.qxp_Anton 8/13/15 2:14 PM Page 1 You can take them to a swimming Wolkoff continued, “An activity children. Context is everything. see EXTRA on page 13C

Ready to Go! Pre-Nursery through Grade 12

P O R T L E D G E S C H O O L

C R E AT E

Portledge School 355 Duck Pond Road Locust Valley, NY 11560

355 Duck Pond Road, Locust Valley, NY 11560-9823 (516) 750-3203

www.portledge.org

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We love summer, but we love school more. Come see why everyone is smiling at Portledge. Call the Admissions Office at 516-750-3202/3203 or visit www.portledge.org

Founded in 1965, Portledge School is an independent, pre-nursery through 12th grade co-educational, college preparatory day school situated on a 60-acre campus. The school’s coordinated sequential programs, beginning with the Reggio Emilia program in Early Childhood, provide a rigorous academic environment, preparing students to live responsible and productive lives. Dedicated teachers use small class sizes to deliver knowledge based on inquiry and inspired by a student centered learning approach. Music studies include chorus, band, orchestra and more depending on division. After school and summer programs in sports, arts and science are available to students. Seasonal athletic clubs in sailing, golf, ballet, baseball, softball, cross country and more. Individual talents are nurtured through the arts, athletics and a variety of community and travel programs that all emphasize the Portledge Pillars of passion, purpose, honor and respect.

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EXTRA from page 12C they’re doing is it introduces children to different experiences. Yeah it’s fun to do one team sport, but maybe they’ll also have fun taking drum lessons, or playing another team sport.” But with all the options out there for child activities, especially in a densely populated residential area such as Long Island, the desire to find as many things the kid might enjoy can lead to exhaustion. “If a child is falling behind with schoolwork a solution must be found, such as modifying the schedule,” Weber said. “Be aware of whether your child is having difficulty waking up in the morning due to lack of sleep. There are children, girls for example, who take dance classes on multiple days per week for hours at a time. Although this is an excellent way to exercise and foster friendships, it is physically demanding.” Weber explained that while over scheduling can lead to exhaustion; no scheduling can be just as harmful. “The benefits of after school activities can be immense. Activities that are team-based can teach children how to work with others and offer them valuable social

management is important, and parents must take the initiative of finding activities for their children, Wolkoff emphasized that she believes children need to have the free time to explore and find their own interests, as well. She said colleges are finding that students arrive with a lesser sense of independence than in the past, and this could be due to a lack of free time and over scheduling.

Be aware of whether your child is having difficulty waking up in the morning due to lack of sleep. contact. Kids may become more confident and better able to resist peer pressure. Children who do not engage in any activities miss out on this opportunity. According to Weber, research also suggests that children who engage in “moderate” amounts of activities have improved test scores and a greater sense of belonging. The scheduled activities add structure to their day and help teach them time management. While structure and time

Parents fret over the time their children spend alone on their iPads.

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GET YOUR COPY TODAY!

NEW FALL CATALOG NOW AVAILABLE! CALL: 516-622-6950, EMAIL: Adultreg@nasboces.org

OR VISIT www.adultednassau.org

Non-discrimination Statement: Nassau BOCES advises students, parents, employees and the general public that it offers employment and educational opportunities without regard to age, race, creed, color, national origin, sexual orientation, religion, military status, sex, marital status, disability, predisposing genetic characteristics, or domestic violence victim status. Information and grievance procedures are available by contacting the following Civil Rights/Title IX/Section 504/ADA Compliance Officers at 71 Clinton Rd., Garden City, NY, 11530: Dr. Tracey Nekulak, Executive Director, Department of Human Resources, at 516-396-2358, tnekulak@nasboces.org, or Selma Stoddard (Shelton), Assistant Director, Department of Human Resources, at 516 396-2360, sshelton@nasboces.org. A copy of programs and educational courses offered and available to residents may be obtained from our website, www.nassauboces.org.

BACK TO SCHOOL • AUGUST 19 - 25, 2015

Long Island Express Races Champions BY ELIZABETH JOHNSON

EJOHNSON@ANTONMEDIAGROUP.COM

The dog days of summer are over and the Long Island Express swim team (LIE), a premier program based at Hofstra University, is beginning its new season. LIE is a year-round program which is part of the Metropolitan Swimming Association, a program which trains athletes to swim competitively for short course fall/winter (25 meters) to long course (50 meters) in the summer. The club started as the dream of Gilbert Smith, who was the head coach of Hofstra’s Aquatic Center when it was built in 1978. Hofstra later decided the cost was prohibitive and gave up its swimming program. Ultimately, LIE came to fruition when Rob Ortof created the program with Rick Ferriola, both head coaches and owners of LIE. Long Island Express Swimming is a member club of USA Swimming. They have been in existence for over 28 years. The program offers professional instruction for the novice student as well as the national caliber athlete. Long Island Express is ranked 62 in the country out of the thousands of

levels takes a personal approach that they deliver. The program meets at the Hofstra University Aquatic Center and at a satellite program at Jericho High School. Team tryouts take place from Tuesday, Sept. 8, to Friday, Sept. 11, at the Hofstra University pool from 6 to 8 p.m. Team practices are daily, depending on skill level and group. All children ages 6 and up are welcome. No previous experiElizabeth Walsh ence is necessary. from Merrick Swimmers should Gunther Casale, Olympic-qualifying time in the breaststroke bring a bathing suit and towel. Locker rooms are existing USA Swim Club. LIE teaches important. It has been a long time available for showering and changing. you the basics of swimming at their goal, continuing, that Express works Each child will be evaluated individuJericho facility or competitive swimhard at trying to meet each team ally by the professional coaching staff. ming, depending on your age and member’s needs, no matter what Visit www.express-swim.com for level of skill. The team currently has 14 level of swimming the child may be more information. swimmers who have earned National at. Developing young athletes at all Club Swimming Association Junior National times. Competitive meets are held all over the United States. Long Island Express boasts one of the best teams in the area. Its “small team” approach allows each family and team member to feel

Coach Gil Smith and Annabelle from Port Washington

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Head Coach Rob Ortoff with one of his swimmers.

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SPENDING from page 9C percent of parents say their college student has a paying job either during the summer or the school year, a whopping 72 percent of their parents expect to foot the bill for all or most of their college student’s back-to-school items. However, across all age groups, moms don’t shop alone. Their children come along most of the time (73 percent) and heavily influence what their parents’ purchase, especially when it comes to clothes, food and school supplies.

Discounts and Deals Drive Back-to-School Purchases Saving money and finding great deals still lie at the heart of backto-school shopping for many parents. Nearly two-thirds of parents surveyed (61 percent) said store sales and promotions are the top determinant of when they conduct their back-to-school shopping. Nearly three in four parents (74 percent) said they prefer to shop at a big-box retailer or large chain store, if it meant getting a better deal.

Digital Media Consumption Changes How and Where to Reach Back-to-School Shoppers While the majority of parents continue to purchase most of their back-to-school items in-store, online shopping and even mobile shopping are becoming increasingly popular alternatives. “One of the important trends our survey identified for advertisers is that back-to-school shopping decisions are increasingly influenced online rather than on TV,” said Mari Kim Novak, Chief Marketing Officer of Rubicon Project. “Brands with a narrow focus on television advertising

are missing a big opportunity to reach consumers online and on their mobile devices, where they are spending more of their time.” Nearly half of all parents surveyed (47 percent) indicated they now spend more time online than in front of the television. More than half of all parents (51 percent) watch multiple online videos through other channels/websites every week, while nearly one-third of all parents (29 percent) watch streaming video (e.g. Netflix) and online video (e.g. YouTube) every day. This change in media consumption has affected how and when parents research products, respond to promotions and make their purchases. For instance, half of parents with college students clicked on an online ad in the past seven days (50 percent) and nearly half of them (48 percent) also clicked on a mobile ad. About two in five parents of college students reported making a purchase within the past week based on a mobile ad (41 percent) or an online ad (42 percent) they saw. “The concept of ‘prime time’ is a thing of the past,” Novak said. “Parents are now researching products and shopping from the moment they wake up until they power down and go to sleep at night.” Half of parents surveyed (50 percent) said they typically spend the most time shopping or researching products online during the regular business hours of 9 a.m. to 5.p.m. Two in five parents (39 percent) reserve their shopping until evening hours from 5 p.m. to midnight, while 11 percent are night owls or early birds who shop online from midnight to 9 a.m. Visit www.rubiconproject.com/ consumerpulse for more information about the study. Dallas Lawrence writes for the Rubicon Project.

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